Factors Influencing Teamwork Skills of Students in Digital Marketing Program, Faculty of Business Administration, Sripatum University

Abstract

This research aimed to examine the level of teamwork skills and participative active learning process among Digital Marketing students in the Faculty of Business Administration, Sripatum University. The participants were 93 students enrolled in MKT453 Marketing Channel Management course during the second semester of academic year 2022. The data were collected through questionnaires and analyzed using statistical software with a significance level of 0.05. Statistical analyses employed included descriptive statistics (frequency, percentage, mean, and standard deviation), dependent and independent t-tests, and multiple regression analysis. The findings indicated that both the implementation of participative active learning process and students' teamwork skills in the MKT453 course were at high levels. The results provide empirical evidence for developing and enhancing instructional design practices. Furthermore, the study demonstrates the effectiveness of participative active learning approach in developing students’ teamwork skills in the Marketing Channel Management Course. The findings also offer practical implications for academic administrators and faculty members in formulating evidence-based policies and instructional design strategies to foster students’ collaborative learning competencies